Golden Rules of Brand Building 4
“Once it is born, the brand needs advertising in order to live healthily.” As we mentioned in the promotion rule, you should primarily ensure that your brand is talked about. Thus, the first path is taken. What if your brand has reached a considerable position in the industry?
Advertising Rule | 04
“Once it is born, the brand needs advertising in order to live healthily.”
As we mentioned in the promotion rule, you should primarily ensure that your brand is talked about. Thus, the first path is taken. But what if your brand has reached a considerable position in the industry? This is where advertising is needed. Because advertising is equivalent to the budget a country spends on defense. While you can't buy anything with it, you protect what you have, which is your brand's position, often its leadership.
By advertising, you can see the effects of your power and power and the points you can reach. Advertising is repetition and thus you reinforce the leader and permanent image in the minds of the target audience. While Coca Cola was making advertisements about "Real Taste" before 2000, it adopted the value of "Happiness" after 2000 and made advertisements in this context. Due to the failure to obtain the desired results in the long term and the decrease in sales, it returned to the "Taste" perception as of 2016 and continues its advertisements with the slogan "Enjoy". Because the consumer knows this: The real taste of cola is Coca Cola.
For years, the advertising strategy of the Goodyear brand has been carried out on the basis of "Number 1 in Tires". The leader must continue with the same quality and remind his leadership. Again, the consumer knows who advertises best: The leader, of course. Leaders should think of advertising as insurance to protect their brands against competitive attacks in the industry.
Attacking a leading brand with advertising is like attacking a state with state-of-the-art modern defense equipment. Attacking them requires a really solid budget. It is not enough to catch the leader's weakness and explain that you are better than him - even if you are right; because the consumer will stand by the brand and leader he knows and recognizes.
In summary, we can say this: "Advertising is not used to make a brand that is just starting to become a leader, but to protect a brand that has gained leadership."